Boston, MA -- (ReleaseWire) -- 07/21/2014 -- Bleach remained a niche category in Switzerland in 2013 as consumers continued to display strong concerns regarding its toxicity. Although bleach is contained in many standard home care products in diluted form, the use of pure bleach continues to be deemed unnecessary by the majority of Swiss consumers, who fear adverse effects on the environment, their home furnishings and their personal health. Accordingly, bleach accounted for only 2% of total retail value sales of home care, after having witnessed further declines in demand in 2013.
The competitive environment for bleach in Switzerland continued to be shaped by a very high presence of private label products in 2013. Swiss retail chain, Migros, continued to be the strongest private label player, with a retail value share of 30% in 2013, and in terms of private label was followed by competing retail chain, Coop, which held a 12% retail value share in bleach in 2013. Given Swiss consumers' reluctance to use high amounts of bleach in the household, branded manufacturers largely refrained from competing in this category, leaving essentially only two brands with significant value share.
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Growing environmental concerns are expected to continue to hamper sales of bleach over the forecast period, and the category is expected to post negative CAGRs of 1% in both volume and constant value terms at 2013 prices over the forecast period. Although Swiss consumers are not expected to become large advocates of "green" home care over the forecast period, they are still expected to largely stay away from overly harsh cleaning agents, and particularly bleach, in an attempt to go easy on the environment, their home furnishings and their personal health.
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